1.4.2—Objectives and decisions

A mission or aim states broad direction; an objective makes it measurable; strategy is the longer-term route; tactics are shorter-term actions. The levels should support one another.

A decision is useful only if its likely effect on objectives is considered alongside resources and stakeholder consequences.

“Grow online sales” is an aim; a 15% target is an objective; investing in delivery capacity is strategy; a limited-time promotion is a tactic.

A tactic that raises a monthly number can still undermine a longer-term objective such as brand trust or cash flow.